The marketing metric audit protocol (MMAP) is the
Marketing Accountability Standards Board
The Marketing Accountability Standards Board (MASB), authorized by the Marketing Accountability Foundation,MASB''Marketing Accountability Foundation (MAF)''. ited 8 December 2010/ref> is an independent, private sector, self-governing group of acad ...
's formal process for connecting
marketing
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to empha ...
activities to the financial performance of the firm.
The process includes the conceptual linking of marketing activities to intermediate marketing outcome metrics to
cash flow
A cash flow is a real or virtual movement of money:
*a cash flow in its narrow sense is a payment (in a currency), especially from one central bank account to another; the term 'cash flow' is mostly used to describe payments that are expected ...
drivers of the business, as well as the validation and causality characteristics of an ideal metric. Cash flow both short-term and over time is the ultimate metric to which all activities of a business enterprise, including marketing, should be causally linked through the validation of intermediate marketing measures.
The process of
validating the intermediate outcome measures against short-term and/or long-term cash flow drivers is necessary to facilitate forecasting and improvement in return.
[MASB]
''Marketing Metric Audit Protocol (MMAP)''.
February 2009. ited 8 July 2011/ref> "Intermediate marketing outcomes" refer to measures such as sales volume, price premium, and market share.
Metric profiles
MMAP metric profiles is a catalogue of marketing metrics that provides detailed documentation regarding the psychometric properties of the measures and specific information with respect to reliability, validity, range of use, sensitivity . . . particularly in terms of validity and sensitivity with respect to financial criteria.
Most commercial providers offer little detail about their measures. Most of the publicly available information focuses on integrated suites of products and services with little technical information or reference to characteristics of specific measures that would allow profiling according to MMAP.
The metrics catalogue is provided on the MASB website as metric providers undergo the audit and their offerings are profiled according to MMAP.
Characteristics
MASB has identified ten characteristics of an "ideal metric":
# Relevant . . . addresses specific (pending) action
# Predictive
A prediction (Latin ''præ-'', "before," and ''dicere'', "to say"), or forecast, is a statement about a future event or data. They are often, but not always, based upon experience or knowledge. There is no universal agreement about the exac ...
. . . accurately predicts outcome of (pending) action
# Objective . . . not subject to personal interpretation
# Calibrated . . . means the same across conditions & cultures
# Reliable . . . dependable & stable over time
# Sensitive . . . identifies meaningful differences in outcomes
# Simple . . . uncomplicated meaning & implications clear
# Causal . . . course of action leads to improvement
# Transparent . . . subject to independent audit
# Quality Assured . . . formal/on-going processes to assure 1–9
References
{{Reflist
External links
MASB Official Website
Marketing analytics